SABLE

UX Research & Design Report

-Samantha Bonnet
-Alec Temple-Richards
-Sabeen Shahid
-Nick Bennett
Hypothesis

We believe that by creating a seamless user experience for international

students to obtain a US credit card, in order to start building their credit
history, will positively impact & ease their transition into the United States.

We will know this to be a success when 70% of applicants that start the
process are able to complete their application.
Initial User Interviews
& Key Findings
User Interview # 1: Key Findings
Key Findings:
● She had not opened a credit card due to the fact that she
was informed that it would be difficult to get one as an
international student.
● She has been here 6 years and does not have a credit
card.
● She trusts banks with a more established name. Credibility
is very important to her.
● She is extremely wary about identity theft & possible sale
of her personal information, online security protocols of the
bank i.e. against hacking
● She is not sure if some banks or people, in general,
understand what international students go through in order
to sort their finances in the US.
User X identifies as a female. She is Chinese and in her
early 20’s. She had to start from scratch with finances in
the U.S and still does not have a credit card after 6 years.
She is doing a short course in New York and her work visa
is expired.
Pulled Quotes:
“It’s not that I’m not credible, I’m just not eligible for
that [credit card]”
“I don’t have a credit card so far. When I was a
student, a banker told me I can’t apply because I’m
an International, I would need a relative to sponsor
me”
“Building up credit is super important in this country”
User Interview # 1: Key Findings (cont’d)
Key Findings:
● If she is using an app, she would check the app ratings and
review. Public opinion and general knowledge help inform
her decisions.
● She has two Apple IDs as some apps don’t allow download
in china and vice versa.
● Has been using WeChat for a long time (a chinese only
app), about 8 years, and has never had any security
problems.
● If she is using an app, she would check the app ratings and
review. Public opinion and general knowledge help her
form her opinions.
● Finds bank terminology difficult to understand since they
don’t exist in her country.
User X identifies as a female. She is Chinese and in her
early 20’s. She had to start from scratch with finances in
the U.S and still does not have a credit card after 6 years.
She is doing a short course in New York and her work visa
is expired.
Pulled Quotes:
“If I didn’t trust the organization, If I wasn’t sure it’s
legit I wouldn’t even consider sharing my
information.”
“I look at their website, their brand, I read all the bad
reviews, I put all that into consideration”
“I would consult with my friends who were in the
same situation. I can ask detailed questions. Others
don’t fully understand the International students
issues. We are all basically in the same boat.”
User Interview # 2: Key Findings
Key Findings:
● User felt much more comfortable with banking in person
with an individual vs online - as they were used to this in
NZ and felt that it made things easier.
● User felt nervous sharing their SSN in apps & other forms
as it can lead to identity theft.
● User wanted a credit card as soon as possible to start
building their credit history and mainly get a lease on an
apartment. They had to live with family first and then move
to an Airbnb/ House Share.
● User used Credit Karma to do most of their research &
initially went with Discover as it was highly rated and
seemed like the fastest way to get a secured card. It didn’t
have monthly fee.
User X identified as female, she is in her 20s and moved
from Sydney (originally from New Zealand) with her
husband to get a bite of the big apple and work here on a
Green Card
Pulled Quotes:
“In the States, i feel that your social security number
is tied to everything - so i feel very nervous even
sharing the last four numbers. In NZ, you have a
number of different documents”
“In a physical branch, I feel like I’m talking to an
expert and I’m comfortable sharing information.”
“The UX on Wells Fargo app is very clunky &
outdated”
“Wells Fargo talked me through the process. I like
transparency.”
User Interview # 2: Key Findings (cont’d)
Key Findings:
● Initial research on Discover included looking at rates and
making sure they were competitive, reading reviews,
especially for customer service
● User applied for a secured credit card on the Discover site,
called their customer service for help as the approval
process was not moving fast enough. They gave up and
went with Wells Fargo, where they were banking, and
decided to pay the monthly fee.
● User wanted someone to walk her through the process and
went to the physical branch
● User deposited $500 for her secured card
● User’s husband got his unsecured credit card within 3
months, hers is still secured.
User X identified as female, she is in her 20s and moved
from Sydney (originally from New Zealand) with her
husband to get a bite of the big apple and work here on a
Green Card
Pulled Quotes:
“In the States, i feel that your social security number
is tied to everything - so i feel very nervous even
sharing the last four numbers. In NZ, you have a
number of different documents”
“In a physical branch, I feel like I’m talking to an
expert and I’m comfortable sharing information.”
“The UX on Wells Fargo app is very clunky &
outdated”
“Wells Fargo talked me through the process. I like
transparency.”
User Interview # 3: Key Findings
Key Findings:
User X moved from Ukraine, originally from Belarus. Age
● Likes and used the physical branch to set up account 22. Had a couple of connections in the US to get by.

● Annoyed about having been offered $500 limit. Needed

more.
Pulled Quotes:
● Initially got a debit card through her parents bank, being
added onto their account. “Bigger banks are just more trustworthy”
● Needed an ID and an SSN to set up. “I’m not going to give my information to a poor
looking site”.
● Brand awareness & recognition crucial to trust.

● Defaulted to a Discover card, and accepted ATM fees.

● She is reluctant to submit info to bad looking site.
● In person/in branch transactions will be faster.
“I tend to go with friends recommendations as to
where to sign up”
“When I first moved I couldn’t understand any of the
language, like APR.”
User Interview # 3: Key Findings (cont’d)
Key Findings:
User X moved from Ukraine, originally from Belarus. Age
● Friends are the most believable recommendations. 22. Had a couple of connections in the US to get by.

● Terminology used by banks was difficult when she arrive

because of language barrier.
Pulled Quotes:
● Did her research on google.
“Bigger banks are just more trustworthy”
● Bigger banks are more trustworthy. You aren’t going to lose
your savings. “I’m not going to give my information to a poor
looking site”.
● Belarusians don’t use credit cards.
“I tend to go with friends recommendations as to
where to sign up”

“When I first moved I couldn’t understand any of the

language, like APR.”
User Interview # 4: Key Findings
Key Findings: User X identified as female. She is 29 from Argentina and
is currently completing her MBA in New York. She has
● Applied to Citibank since she has heard from friends been here in the US for the past two years and came here
as a student.
who had moved before her that the only big bank that
took students with no SSN was Citibank.
Pulled Quotes:
● Opened a savings account, debit card and credit card
account. She started her bank account with a $2000
“When I moved in, I was told the only big bank that gives
minimum.
cards to students with no security number is CitiBank”
● She has applied for a standard non-secure credit
“I had no job, no income, so they gave me a low limit”
card, but did not get the limit she wanted. She
received a limit of $1500. “The application was easy”

● Finds the U.S. application process at the bank very “In Argentina, everything is very hard. For these kind of
convenient compared to her home country. things you have to go [to the bank] about four times. Here,
you go to the bank, sign up for a Credit Card and you’re
out in 15 minutes”
User Interview # 4: Key Findings
Key Findings:
● Does not mind putting personal information online
from reputable websites i.e. stores.
● Finds reproducing information based on history to be
the most difficult of most processes.
User X identified as female. She is 29 from Argentina and
is currently completing her MBA in New York. She has
been here in the US for the past two years and came here
as a student.
Pulled Quotes:
“When I moved in, I was told the only big bank that gives
cards to students with no security number is CitiBank”
“I had no job, no income, so they gave me a low limit”
“The application was easy”
“In Argentina, everything is very hard. For these kind of
things you have to go [to the bank] about four times. Here,
you go to the bank, sign up for a Credit Card and you’re
out in 15 minutes”
User Interview # 5: Key Findings
Key Findings:
User X identifies as male. Originally from Pakistan. Is in his
● Needs to have access to card as soon as possible to mid 30’s
access account

● Brand awareness and credibility are important (credible

sources from online and reviews from users) Pulled Quotes:

● Needs to have an all in one application where user can
access everything he needs in regards to banking
transactions
● Was asked for Proof of address and Passport
● Citi-Bank told user that he could get his credit card the next
day but the process took 2-3 weeks
● Uses Varo - Card arrived late.
“It’s important to have quick access to the account”
“I don’t like things to all be in different places within the
app. I use my app to pay my credit card balances, check
balance and past transactions”
“I read a lot of online magazines and like looking
Into what financial journalists have to say”
User Interview # 5: Key Findings
Key Findings:
User X identifies as male. Originally from Pakistan. Is in his
● He doesnt mind sharing details with a bank. mid 30’s

● A friend helped him set up his finances.

● He opened an account in branch. Pulled Quotes:

● School gave him advice on how to apply. “It’s important to have quick access to the account”

“I don’t like things to all be in different places within the

app. I use my app to pay my credit card balances, check
balance and past transactions”

“I read a lot of online magazines and like looking

Into what financial journalists have to say”
User Interview # 6: Key Findings
Key Findings:
● When he first arrived he didn’t have a SSN. He survived on
his cash stash for the first year without an account or
phone plan as he didn’t have a SSN.
● He also didn’t want to pay any bank charges when he
transferred money from Turkey. He used his Turkish ATM
card to draw funds.
● Didn’t get a SSN until his second move to US
● His online applications were rejected as he had no credit
history. He also feels his application gets denied when
answering questions regarding his employment status,
salary and rent.
User X is an MBA student in his 30s from Turkey and had
already spent 1 year in the US as an exchange student
with UCLA before his final move.
Pulled Quotes:
“I have a mandate for building up my score, a higher
limit ensures lower utilization, which helps my
score.”
“With the online application process, I always get
denied. In person they looked at me, my school and
my potential income, and I was accepted.”
“In person, I could explain why i needed a card, what
I was going to do with it. When i apply online, it’s
more like a loan application than a credit card”
User Interview # 6: Key Findings (cont’d)
Key Findings:
● Banks can understand your unique situation better in
person, and he was able to get his credit card application
accepted there
● Credit Limit: Granted $5000 credit on an unsecured card
with Chase
● He did not want a higher credit limit for spending -
however, he did feel that high utilization ie. over 2k
damages his score - therefore he would have wanted a
higher limit to ensure he could build his credit score
● User is more likely to trust a bank that is present at college
orientation, represented by a real person
User X is an MBA student in his 30s from Turkey and had
already spent 1 year in the US as an exchange student
with UCLA before his final move.
Pulled Quotes:
“For me to trust a start-up bank, I would need to see
them at school orientation or have a friend suggest
them to me. The initial decision would make me
consider- after that I’d be comfortable submitting my
information to them”
“I check my Chase app everyday to see a snapshot of
my account & spending. It’s a great app”
“You can’t get anything without a SSN, even a phone
plan”
User Interview # 6: Key Findings (cont’d)
Key Findings:
● User is highly likely to trust a friend with banking advice
and go with their suggestion
● Needs transparency on fees and checks
● Needs to know he can speak to a human
● WhatsApp his favorite app because of limited functions &
simplicity & ease of navigation
● He feels that the online application process does not allow
him to input information regarding his on-campus paid
work, subsidized rent (or when he venmos a friend his
share) or explain why his SSN has no “activity” assigned to
it with regards to taxes etc, which he can explain in person
to a physical bank
User X is an MBA student in his 30s from Turkey and had
already spent 1 year in the US as an exchange student
with UCLA before his final move.
Pulled Quotes:
“For me to trust a start-up bank, I would need to see
them at school orientation or have a friend suggest
them to me. The initial decision would make me
consider- after that I’d be comfortable submitting my
information to them”
“I check my Chase app everyday to see a snapshot of
my account & spending. It’s a great app”
“You can’t get anything without a SSN, even a phone
plan”
User Interview 7: Key Findings
Key Findings: User X identifies as 24 year old female and is doing a short
● User does not qualify for a SSN and did not know that
course In NY. She moved from Toronto to be with her
before her move. She expected to come here and open a
girlfriend and has a six month visitor visa.
bank account but realized it was not possible here without
SSN: she used Google to learn this and did not apply.

● User used an app called “Borrowell” which suggested Pulled Quotes:

credit cards. She wanted one without an fx conversion fee
so she could use it in US. “I am still operating out of my Canadian Bank
Account. I simply assumed i could open a bank
● User would need to know a start-up bank is backed by account when I got here, but I can’t”
some kind of insurance/authority/another bank. She would
research on investors and establishment date and would “I don’t have a student visa, so I can’t get an SSN.”
need to see online/physical presence.
“I use my Canadian Credit Cards with no fx
● She would consider scanning her personal information
conversion fee here”
with a new app if someone recommended it to her i.e. she
scanned documents to an app “Car-to-go” which asked
for her driver license.
User Interview 8: Key Findings
Key Findings: User X is currently working at a law firm in NYC but
studied at Harvard after coming in from Pakistan. She is in
● User set up her bank account even before she landed her 20s.
here. She received an email from Harvard which told her
about Credit Union for Harvard Employees. She wired
funds into the account.
Pulled Quotes:
● She emailed them a copy of her passport, student visa &
copy of her admission letter. “I chose Credit Union for Harvard University
Employees. It’s very popular & they had a branch
● Once she was on campus, she went to the nearest branch near my campus”
of the same bank and got an unsecured credit card.
● She trusted the bank as it was recommended by her
university

● Her limit was $2500 - she was happy with the limit as she
does not like debt.
Affinity Map
& Key Insights
 Key Insights

● 7/8 users came to the United

States to study at a university
● Majority of users were in their
20’s
● All users came from various
backgrounds with different levels
of familiarity with the American
banking system
● Users were from various places
around the globe
● Users enjoy and trust apps that
they have a long time familiarity
with and are known to be secure

“I came to the United States to study at

university.”
 Key Insights

● Users found American banking

terminology difficult to
understand
● Users found that adjusting to
American life is difficult due to
skewed expectations upon
arrival
● Users often found roadblocks
due to lack of proper
documentation in opening bank
accounts and applying for credit
cards
● Users had to start their finances
from scratch

“I can’t figure out how to apply for a credit card! I

don’t have a social security number or anything else
they’re asking for.”
 Key Insights

● Users are particularly nervous

about sharing private information
such as identification and SSN
with websites and apps they are
not familiar with
● However, they are comfortable
with sharing their information in
forms that they believe are
secure, such as popular
e-commerce sites, big name
banks and apps that are
recommended by friends

“I don’t like sharing my personal

information in places that don’t assure
me that they are secure.”
 Key Insights

● 5/8 Users were able to obtain a

secured credit card
● 4/8 Users were happy with their
initial credit limit as the main
reason was to build-up credit
history rather than use credit limit
● One user was unable to get a
credit card even after 6 years -
due to lack of credit history/
information
● One user would have preferred a
higher limit to ensure less
utilization which would help his
credit score

“I was able to get a decent limit on my

credit card, I cared more about just
getting approved”
 Key Insights

● 5/8 Users did their initial research

on Google
● Initial research included research
on investors, credit history &
online presence in the case of
start-up banks/companies which
required their personal
information i.e.
trading/banking/Car-to-go
● Users used Credit Karma &
Borrowell for recommendations
● Users also checked & read
reviews to establish credibility

“If an app wants my sensitive personal

information, I will be sure to research
them online first”
 Key Insights

● 7/8 Users felt that bigger banks

were more reliable as they were
unlikely to go out of business, felt
more trustworthy & less risky
● Brand credibility was crucial to all
users and they would try to
establish credibility through
word-of-mouth, online reviews &
google searches
● To establish brand credibility they
needed to see “FDIC Insured” and
other markers such as years in
business & Investors/ Brand
Partners

“I would only trust a start-up bank if a

friend recommended it to me & I could
find online reviews on them”
 Key Insights

● 6/8 Users felt more comfortable

with banking in-person
● The reason for this was:
○ This is what they were used
to in their home country
○ They could better explain
their unique situation
○ They could have someone
walk them through the
process
● 7/8 Users set up their account in
person at a branch

“I was rejected online but In person, they

looked at me, my school and my
potential income & I was accepted.”
 Key Insights

● Users cared about building their

credit history as a goal in itself-
other users wanted to apply for a
lease/ obtain credit cards/phone
plans etc
● Users were reluctant to pay a
transfer fee when they wired
funds from abroad to deposit in
their bank account
● Users were conscious of the
foreign exchange (fx) conversion
rate which applied

“I have a mandate for building up my

credit score, a higher limit ensures lower
utilization which helps my score”
 Key Insights

● 5/8 Users trusted a friend for

their recommendation, especially
a friend who had been in their
situation
● Users also felt secure if their
school was recommending the
bank
● Users mentioned that they would
trust friends with banking advice
& recommendations

“I went with the Credit Union for Harvard

Employees as Harvard emailed me about
it even before I got here.”
 Key Insights

● Users needed various items

which included: passport, visa,
admission letter, proof of
address, and SSN
● Some users did not qualify for
credit because they lacked an
SSN
● Some users had no credit history
so they could not apply for credit

“I think applying for credit requires so

much documentation”

“I think it’s unfair that I can’t apply for

credit when I have never had the chance
to build credit”
 Affinity Map
Key Insights

● Language should be friendly, welcoming and easy to understand, so that it feels accessible to
immigrants.
● Users are far more comfortable sharing personal info with big, reputable banks, as sharing info
makes them uneasy.
● A google search is how many users find out who to bank with, and most prefer the bigger banks.
● Users really need a human connection, or at least someone to speak to if they have problems.
● Users need to build up a strong credit score, for which foreign exchange fees are very unhelpful.
● Users place a lot of trust in the recommendations of friends and in personal connections.
● Users documentation varies, many don’t have SSN, and none have US credit history (Yet).
Persona
& Journey Map
Problem Statement

Adja is an International Student from Turkey. She arrived in the US

recently and is overwhelmed with her new life here. She has to start
from scratch including setting up her finances - without a prior credit
history & SSN.

How might we help her apply for a secured credit card to start
building credit history to ease her transition into the United States?
M.S.C.W Map
Feature Prioritization
 HIGH IMPACT

ON-BOARDING SCROLL
THROUGH PHOTO VERIFICATION AND
DATA DETECTION

SIGN-UP & LOG IN LIVE CHAT

SSN INPUT PASSPORT PHOTO

D.O.B INPUT GOVT ID PHOTO
NAME INPUT
SUFFIX INPUT VISA PHOTO

INFO BUTTONS S
M
LOW EFFORT HIGH EFFORT

C W

● Must
● Should
● Could
LOW IMPACT
● Would
Competitive Matrix
Paper Prototype
Paper Prototype Usability Test Results
 Insights from Paper Prototype

● User thought that foreigners might not know what an “SSN” is

● User was wondering how long the onboarding will take and they thought that the app may need a progress bar
● User noticed that there were no confirm buttons anywhere
● User noticed their should be better readable text for camera instructions
● Users noticed that the prototype needed a clarify camera screen
● Users believed that savings account should not look like a card
● Users noticed that the Government ID needed clarification
● Users noticed that there needed to be a feature to add money in accounts
● Users noticed that Secured Card needed to be addressed and explained
● Users thought that info buttons might help alleviate complicated banking terminology
● Users noticed that a live chat could help create a humanistic feel to the banking app
● Users needed to know if they would be receiving a credit card once completing the onboarding and documentation
Mid-Fi Prototype
Mid-Fi Prototype Usability Test Results
Usability Test User 1

First Impression:

● Notices the white box around “I’m new here”, invites new users to sign on to the app.
● The white box stands out.

Task 1:
● “I don’t like fees, so no fees is good”
● Thinks the two options in the SSN is pretty clear
● Does not notice the US number link, wishes it was more noticeable. Believes that he can put either numbers
in the text field.
● Some iconography for the photo screens. Maybe a magnifying glass? Remember, English is not their first language
● “Other Visas” link is not noticeable. What if I have a I-22?
● Would want more information if he was indeed an international student. US Visa not too clear.
● Expects to see more options for what visas.
● Did not notice chat bubble before the acceptance screen.
● Feels great about an instant approval decision.
● Nice to have a chat feature, but did not notice it before.

Task 1 rating: 3 “Intermediate”

 Usability Test User 1 Cont’d

● He thinks because if he had all the right requirements, it would be an easy process.
● Not sure about what forms are acceptable.
● Would like to see a resource index.

Task 2:

● Not sure about where to click due to option to chat. Is enticed to click the chat option.
● Wish he knew about the secured credit card at the beginning.
● Feels surprised but still wants the credit card because “wants to survive”
● How long does it take to “get to know me?”

Task rating: 3 “Intermediate”

Additional Notes:
● The flow makes sense if it was the perfect path.
● He’d want to know how long that deposit would sit in the account.
● He believes the deposit would mean he has frozen funds.
● Feels pretty credible about the “secure credit card” terminology since it is bank terminology. Does not think it’s a big deal.
People can learn about it online.
Usability Test 2
First Impression:

“I’m new here” is noticeable. “Banking is Better” creates a contrast, making it more clear. White against Teal looks nice.

Task 1:
Everything was pretty straightforward, flow was nice.

Task 1 Rating: 5 “Very Easy”

Task 2:

● “I didn’t really know what I was doing”

● Felt that the “to learn more” hyperlink info, it should just be in one screen instead of an “onboarding”
type screen.
● Expected something to pop up or slide up.
● Expected “next” button to take her somewhere else in the app
● Expected to be able to deposit money after clicking the card
● Not sure how much she is supposed to deposit
● There is no monetary value presented in terms of depositing money.

Task 2 Rating: 5 “Very Easy”

Additional Notes
● Thought it should have been more intuitive
● Found the app useful, but she doesn’t have a social security number.
● It’s a different layout. Refers to the design as minimalist in comparison to other banking apps
Usability Test 3

First Impression:

“Clear Calls to action” Clear and straightforward. Notices both links and buttons.
The “I’m New Here” is noticeable, the white box and contrast.

Task 1:
● “I see that it’s just telling me info as Im progressing”
● The “Tell me what my community thinks” seems a little weird next to the legal jargon on the “You’re
secure screen”. It seems to be different. It makes her feel confused. “It’s a little out of place”
● Expected another window to open when “how we verify you” or a pop-up that will go into a little bit of detail as
how the documents get verified.
● “It looks like its pulling from the picture of the passport, all that data”

Task 1 Rating: 5 “Very Easy”

● It was very easy to flow from one screen to the other. It makes it easier when the process is broken up into
pieces.
Usability Test 3 Cont’d

Task 2:
● was confused as to what she was doing.
● Coming from an international users perspective, she doesn’t believe that clicking it would give her that
kind of information.
● The information should be more upfront.
● Having the info hidden is a bit problematic.
● She wouldn’t have found it obvious that tapping that card would lead her to that kind of information.
● Was not expecting to see what she saw when she clicked on the card

Task 2 Rating: 3 “Intermediate”

Additional Notes:
● Thought the first part of the app was nice and easy.
● Definitely found the app useful.
● It’s hard to say how it compares to other apps due to the particular scenario. However, she can compare it to the
simplicity of other apps that grab your information instantly
● Was a little lost within the second task.
● Expected more options upfront as to what you can do with the card once it was clicked it.
Key Insights
Medium Issue

● Users found the application process straightforward and easy

● Users were surprised and confused by the late introduction of the

secure card and 3 account offer towards the end of the process,
they wished they discovered that earlier

● Users were perplexed about the “educational onboarding” for the

secure card and “where they were” within the app

● Some of the jargon in the copy seemed out of place and would
require a re-write or replacement
Heuristic Consisting of Competitors
Competitive Analysis: Credit Stacks
Competitive Analysis: Simple
Competitive Analysis: Chime
Competitive Analysis: Varo
MVP Hi-Fi Prototype
12
OUR SOLUTION:
RECAP

USER ONBOARDING APPLICATION

Convey Key Value Lean User Flow

Inform & Educate Welcoming & Accessible

Establish Brand Seamless Transitions

Secure Consent

Build Credibility Minimize Drop-off

13
NEXT STEPS FOR
SABLE

Deposit Method Online Banking Solution Multiple Languages

Referral
Referral System
System Points System Video Chat Support
Thank you for your time
 Meet the UX Design Team

Samantha Bonnet Sabeen Shahid Alec Temple-Richards Nick Bennett

Sam loves beautifully Sabeen loves solving Alec enjoys designing Nick likes to deep
designed products problems big & small wonderful products dive into research

samanthabonnet ss@decklaration.com alec.temple.richards bennettnick88

@ymail.com @gmail.com @gmail.com